New Arrivals on Armitage Street: Hotel Chocolat, Catbird, Rails & More

As Chicago-based retail consultants, we closely monitor store openings across the city, especially when brands make their Chicago debut. Which neighborhood do they choose as their first home? Are they poised to connect with the Chicago customer?

In this blog, we spotlight recent arrivals to Armitage Avenue in Lincoln Park, a walkable, tree-lined corridor known for its charm and affluence, and it’s just three miles from the Magnificent Mile. With historically low vacancy rates, according to CoStar, Armitage is attracting a notable influx of new brands.

Hotel Chocolat

Hotel Chocolat, the UK-based premium chocolate brand, opened its Armitage store in April 2024, shortly after being acquired by Mars. It currently operates over 130 stores, but with only two in the U.S. – both located in Chicago. Known for its “more cacao, less sugar” philosophy, the brand combines high-end chocolate gifting with an in-store Velvetiser Café offering gourmet hot chocolate. A “Wall of Chocolate” display is the brand’s signature visual, and local partnerships with Publican Quality Bread, Metric Coffee and Spirit Tea reflect a thoughtful integration into Chicago’s food culture. While the store design is engaging, our team agreed that the brand may benefit from clearer messaging to introduce U.S. customers to its positioning as a healthier and ethically sourced chocolate option.

Photo Credit: McMillanDoolittle

Catbird

Founded in Williamsburg, Brooklyn in 2004, Catbird brings its sustainable demi-fine jewelry and distinct NYC personality to Chicago via its first Midwest storefront. Known for using recycled and lab-grown diamonds, the brand emphasizes sourcing and intimate service, including its popular “Get Zapped” permanent jewelry stations. Most of the assortment is displayed behind glass cases, a noticeable contrast to the nearby Gorjana store where jewelry is more interactive, which could be a potentially missed opportunity. In addition to its core jewelry product, our team appreciated the brand’s storytelling approach through lively, retro store design and its addition of playful, Catbird-branded non-jewelry items, such as playing cards, lighters, candles, and more.

Photo Credit: McMillanDoolittle

Rails 

Rails, a California-based fashion brand, has debuted its first Chicago location on Armitage. This is its 12^th store in the U.S. The store reflects the brand’s laid-back, polished aesthetic, with a focus on elevated everyday wardrobe staples. Each style only has two to three sizes on the floor, encouraging interaction with the associates and creating a curated, boutique feel.

Photo Credit: McMillanDoolittle

Looking Ahead:

Abercrombie & Fitch and MOSCOT Eyewear are expected to open in Summer 2025 on Armitage Street, and Levain Bakery will also soon be added to the mix. Longtime stores like All She Wrote and Chicago Bar Store have recently closed as these new stores have opened, raising questions about how legacy retailers will fare as national lifestyle brands enter the corridor.

Photo Credit: McMillanDoolittle

Understanding when and where to expand is critical for retailers looking to grow in urban markets. At McMillanDoolittle, we help brands develop market entry strategies, identify ideal store locations, and tailor store formats to customer expectations. Contact us today to discuss.